Newsletters and standard promotional messages are by definition more broad in their overall appeal, but that doesn’t mean that they can’t add extra value in the form of relevant informational content.

Looking at three recent messages in my inbox, it’s clear to me that retailers and media companies are not afraid to go the extra mile for their email subscribers. In each of the four examples below, we see how companies are enhancing standard promotions and newsletters by providing further insight and expertise that goes beyond just product display and calls-to-action.

CHEFS Catalog adds a neat little bonus feature to their promotional emails in the form of a related dinner recipe that makes use of the products featured in the email.

By including the “On The Menu” recipe link above-the-fold, CHEFS boldly invites customers to see how their products add value (in the form of delicious food, no less!) to their customers’ kitchens in a practical manner. It’s a great way to explain how a technical cooking product works without getting technical at all – you just show them what they can make with it and tell them how they can do it easily themselves!

Extra kudos to the CHEFS team for making the recipe landing pages insightful as well; once a clicker lands on the recipe page, the landing page links to related cooking products needed to make that particular recipe.

Brooks Brothers takes a similar approach, offering a promotion on their neckties and then coupling that offer with a tutorial on “How to Tie a Tie.”

It’s a simple trick that allows Brooks Brothers to play the role of a friend or informational resource rather than just a vendor of goods. This is a classic “value add” message that goes a long way towards improving customer relationships. I’d also be willing to bet that their knot-tying tutorial micro-site is a great way for Brooks Brothers to introduce their brand to younger potential customers who are looking for a last-minute guide to tying a necktie before the prom.

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Today I thought I’d call attention to a cool little creative trick I’ve seen Brooks Brothers do for a while now. As you can see from the image below, they insert a “headline” text link (“Father’s Day Gift Guide – Shop Now”) in the header of each email that summarizes the main offer from the body of the message.

This technique accomplishes a few important things worth highlighting.

First of all, by summarizing the main offer in the form of a text link in the header, Brooks Brothers gets their most important call to action above-the-fold where it is easily found in the preview pane. This is a fundamental issue for any email campaign, regardless of industry or the type of message.

Secondly, the text link in the header is a great way to grab the attention of text-only viewers, many of whom tend to be mobile users. Think about it: if you were Brooks Brothers, a retailer held in high regard by the business set, why not make your email campaigns as Blackberry-friendly as possible? I’d be willing to bet that an above average portion of Brooks Brothers subscribers view their messages on handheld devices due to the nature of their business.

When it comes to email creative, you can never be too attentive to the needs of your customers. Email header testing is a worthwhile investment, and I would recommend testing similar techniques to see what works best with your customers.